Helios and Matheson said it was acquiring more MoviePass stock in order to recoup its cash advances to the subscription service in the period from December 19 through Thursday. The company granted MoviePass an advance of roughly $45.5 million to support its operations and expansion plans.

“Helios’ capital investment has fueled our growth to approximately 2 million subscribers and enabled us to move closer to our vision of transforming the movie industry,” MoviePass CEO and Netflix co-founder Mitch Lowe said in a statement.

However, many industry watchers have expressed criticism over MoviePass’s business model – which slashed its subscriptions to $9.95 a month for near unlimited theater-going – despite the average movie ticket price in 2017 being $8.97, according to the National Association of Theatre Owners.